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I think they could succeed by modeling themselves after a Costco/Kirkland-type relationship
by aslewofmice 12y ago
I think they could succeed by modeling themselves after a Costco/Kirkland-type relationship
- mrxd 12y agoOr any other of the popular value brands like Ikea, Target, Old Navy, Southwest, H&M or Honda. Amazon is perceived as utilitarian, but that's not inevitable for a value retailer. There's a fundamental mismatch. Jeff Bezos wants to be perceived as cool, cutting edge, an explorer, an innovator. These are elitist concepts that work for a premium, aspirational brand. Value brands need to come across as ordinary people.